Point of sale - where your gut has a say
Point-of-Sale Advertising For the majority of consumers, the decision about which products to add to their shopping carts isn’t made until they reach the point of sale. This presents an exciting design challenge.
Point-of-sale advertising The majority of consumers only decide which products go into their shopping basket at the PoS. Despite online, viral and guerrilla marketing or other modern forms of marketing, half to a good two thirds of all purchasing decisions are made at the point of sale (PoS), depending on the source. And the trend is rising. Fewer and fewer customers are taking the time to meticulously plan their shopping trip, which is causing the proportion of spontaneous purchases to skyrocket. The more the decision-making process shifts towards the point of sale, the more the store floor becomes the focus of marketing activities. Or to put it another way: the less a shopping list controls shopping behavior, the more the brand presence on site does. The moment of truth takes place at the PoS, which, from the brand owner's point of view, decides whether the "right" product ends up in the shopping cart.Secondary placement as a sales toolThe persuasion work is done via PoS marketing, which goes beyond the perfect assortment mix, an eye-catching packaging design and as many well-placed running meters on the shelf as possible. It creates additional incentives to buy. In the best-case scenario, these appeal to the entire spectrum of consumer needs - from the desire for an experience to curiosity to the search for a particularly favorable offer. In addition to all other display options and sales promotion measures, secondary placements play a decisive role.
A secondary placement creates additional "eye contact" between the buyer and the product in a different environment. It offers a second opportunity to force your way into people's consciousness and make a good impression. Secondary placements are particularly useful when a product launch or relaunch needs to be supported and when there is competition from other providers. They increase product presence and lead to variety and liveliness at the point of sale. PoS activities are therefore in the interests of both retailers and the brand industry.
Increased effectivenessEach special placement is an eye-catcher, cleverly and conspicuously placed in the customer's path. It is important to capture this fleeting moment of attention, for example by combining it with a tasting session. It extends and reinforces the contact time by adding an experience component.
The product is not only advertised boldly, but also physically. It can be experienced without being covered, it can be seen, smelled, felt, tasted ... And it can also be questioned by competent staff. All of this increases the credibility and therefore the sustainability of the PoS presentation. This is an advantage that should not be underestimated in the small Swiss market, where the comparatively small display quantities lead to high unit costs. The importance of secondary points of sale within the communication mix therefore needs to be carefully considered and the benefits optimized. If sales, brand image and customer loyalty can be targeted at the same time, the effort is certainly worthwhile.
The aim is to attract attention at the point of saleWhat goes into the shopping basket,
is very often only decided at the PoS. In addition to the promotional or tasting stands described in the article, ad screens are increasingly vying for customers' attention. The flat screens can be easily updated and therefore allow a particularly fast and direct approach. Shop-in-shop solutions are a special and very eye-catching form of sales. This form of PoS advertising is particularly popular with branded companies to ensure a uniform appearance. The products are usually presented on displays or corresponding sales stands.
Eye-catching displays at the PoS also vie for customers' attention. These advertising and promotional displays placed on the floor are used either as posters and placards for removable frames or as column displays. Contour die-cut displays (die-cut figures) in the form of people, cars, palm trees etc. are particularly eye-catching. This category includes floor displays and ceiling hangers.
In addition, self-adhesive floor graphics also have only one goal: to influence the customer's decision.
Röne Bringold, co-owner of D'SIGN Bringold & Cueni AG, Biel-Benken.
A secondary placement creates additional "eye contact" between the buyer and the product in a different environment. It offers a second opportunity to force your way into people's consciousness and make a good impression. Secondary placements are particularly useful when a product launch or relaunch needs to be supported and when there is competition from other providers. They increase product presence and lead to variety and liveliness at the point of sale. PoS activities are therefore in the interests of both retailers and the brand industry.
Increased effectivenessEach special placement is an eye-catcher, cleverly and conspicuously placed in the customer's path. It is important to capture this fleeting moment of attention, for example by combining it with a tasting session. It extends and reinforces the contact time by adding an experience component.
The product is not only advertised boldly, but also physically. It can be experienced without being covered, it can be seen, smelled, felt, tasted ... And it can also be questioned by competent staff. All of this increases the credibility and therefore the sustainability of the PoS presentation. This is an advantage that should not be underestimated in the small Swiss market, where the comparatively small display quantities lead to high unit costs. The importance of secondary points of sale within the communication mix therefore needs to be carefully considered and the benefits optimized. If sales, brand image and customer loyalty can be targeted at the same time, the effort is certainly worthwhile.
The aim is to attract attention at the point of saleWhat goes into the shopping basket,
is very often only decided at the PoS. In addition to the promotional or tasting stands described in the article, ad screens are increasingly vying for customers' attention. The flat screens can be easily updated and therefore allow a particularly fast and direct approach. Shop-in-shop solutions are a special and very eye-catching form of sales. This form of PoS advertising is particularly popular with branded companies to ensure a uniform appearance. The products are usually presented on displays or corresponding sales stands.
Eye-catching displays at the PoS also vie for customers' attention. These advertising and promotional displays placed on the floor are used either as posters and placards for removable frames or as column displays. Contour die-cut displays (die-cut figures) in the form of people, cars, palm trees etc. are particularly eye-catching. This category includes floor displays and ceiling hangers.
In addition, self-adhesive floor graphics also have only one goal: to influence the customer's decision.
Röne Bringold, co-owner of D'SIGN Bringold & Cueni AG, Biel-Benken.
